Mia by Tanishq: How Lightweight Gold Redefined Indian Workwear Jewellery

In 2011, Tanishq faced a troubling reality: young working women in India were abandoning gold jewellery. Heavy traditional pieces felt inappropriate for boardrooms. The jewellery industry worried an entire generation no longer found gold exciting. Then Titan Company's Tanishq identified a neglected segment—working women seeking contemporary designs—and within 12 months launched Mia. The positioning was clear: "Mia was the Tanishq for workwear, for the working women." Fourteen years later, Mia operates 220+ exclusive stores across 75+ cities, generates significant revenue for Titan, and 80% of standalone store customers have never shopped at Tanishq before. This is the story of how lightweight 14-karat gold became India's workwear jewellery revolution.

The Problem: When Gold Lost a Generation (Pre-2011)

By 2010, the Indian jewellery business faced unprecedented challenges. Customer sentiments were impacted by inflation, uncertain economic conditions, and the significant increase in gold prices. Traditional 22-karat gold jewellery, while culturally significant, had become prohibitively expensive and impractical for daily wear.

More concerning was a generational shift. There was real concern in the industry that the young Indian woman was no longer interested in jewellery and did not find it an exciting product. Working women, who represented a growing demographic, faced a dilemma: heavy traditional jewellery was inappropriate for professional environments and posed safety threats for women commuting to work. The choices were limited—stop wearing gold entirely or switch to one-gram gold and imitation jewellery.

Today's young working women are more financially aware and look at jewellery as a style statement and a means of self-expression, decoupling it from the investment point of view. The traditional gold jewellery market simply did not cater to their need for elegant and inexpensive jewellery suitable for contemporary lifestyles.

For Tanishq, this represented both challenge and opportunity. The brand that had revolutionized India's jewellery retail since 1994 needed to address this emerging segment or risk losing an entire generation of customers.

The Strategic Response: 12 Months to Launch (2010-2011)

In an attempt to address this challenge, as well as expand the company's reach and customer base, the Tanishq team identified a hitherto neglected segment—that of working women. The mandate from CK Venkatraman, then CEO (now Managing Director of Titan Company), was crystal clear: develop a jewellery line for modern women who were getting into the workspace.

Within 12 months, the team conducted a series of activities ranging from customer segment identification, deep customer understanding, and defining the proper distribution channels for aligning with the segments. This wasn't superficial market research—it was comprehensive consumer insight gathering that would shape every aspect of the brand.

The result was the launch of the brand 'Mia'—taking the position that "Mia was the Tanishq for workwear, for the working women."

The Name and Launch: "Mine" in Italian (2011)

In 2011, Tanishq launched the sub-brand called Mia for working women. The name itself was strategically chosen: Mia means "mine" in Italian, signaling personal ownership and self-expression. Some sources also reference "Me In Action" as the brand philosophy, emphasizing the active, dynamic nature of the target customer.

The initial launch was through 130 Tanishq stores across 79 towns. The price range was set between Rs 6,000 and Rs 50,000, with an average ticket size of around Rs 25,000. The product range included a modern range and an ethno-contemporary range spread across earrings, finger rings, pendants, and bangles.

The jewellery featured 14-karat and lightweight designs, making it affordable for customers while maintaining quality standards. This was a significant departure from traditional 22-karat offerings that dominated Indian jewellery retail.

The brand was launched with an online teaser campaign, followed by a mass media campaign involving outdoor, print, television, and online advertising—demonstrating Titan's commitment to building Mia as a serious brand, not just a product line extension.

The Product Philosophy: Life Jewellery

Mia positioned itself distinctively. The brand describes its collections as 'Life Jewellery'—jewellery with a soul. Constantly evolving, mirroring our Muse (the customer), the collections are exquisite, inspiring, powerful, and playful.

The designs are high on practicality—an eclectic mix of minimal, trendy, glam, and bold. Crucially, they are versatile such that they blend from day to night and are even fluid enough to be worn between genders. This versatility was revolutionary in the traditionally gender-specific Indian jewellery market.

The Evolution: Three Years of Experimentation (2011-2014)

In the three years since its launch, Mia's design and retail strategy continued to evolve. As a 10-year-old brand (by 2021), Mia experimented with different genres. It started as a workwear line for working women, then expanded to create different products for different occasions for working women.

The brand maintained its DNA intact—continuing to make lightweight jewellery while expanding design language. Over the years, Mia became widely accepted as a brand for young women who are independent and self-expressive.

The Strategic Shift: Standalone Stores (Mid-2010s)

The most significant strategic decision came with standalone stores. An initiative to take Mia out of the Tanishq store and into dedicated stand-alone outlets resulted in great success—with not only the target group buying into the brand, but also with 80 percent of these customers having never shopped at Tanishq before.

This 80% statistic was transformative. Mia wasn't just extending Tanishq's reach—it was creating an entirely new customer base for the Titan ecosystem. These were customers who might have felt intimidated by Tanishq's premium positioning or found traditional designs irrelevant to their lifestyles.

In June 2018, Mia opened its first standalone store in Delhi at Ambience Mall, Vasant Kunj—a 480 sqft space that was Mia's 15th store overall in India. Sandeep Kulhalli, Senior Vice President – Retail & Marketing at Tanishq, inaugurated the store, signaling senior leadership's commitment to the brand.

Rapid Expansion: From 15 to 220+ Stores (2018-2025)

The expansion trajectory has been remarkable:

2018: 15 standalone stores November 2021: 43 brick-and-mortar stores (after opening stores in Indore, Bengaluru, Hyderabad in preceding 1.5 months) November 2023: Approximately 140 exclusive stores across 60+ cities, witnessing 3X growth August 2024: 210 stores December 2024: 220 exclusive brand stores across 75+ cities March 2025: First store in Jammu launched, continuing regional expansion

Additionally, Mia maintains presence in over 400 Tanishq outlets, ensuring comprehensive distribution across India. The brand also operates an exclusive store in Dubai's Burjuman Centre, marking international presence.

Distribution Innovation: Omnichannel Excellence

Mia uniquely straddles both online and offline platforms. While most sales happen offline, the brand is digital-first regarding marketing. The leadership recognizes that "everyone begins their purchase journey online," whether through traditional influencers, friend recommendations, or publications.

The brand is accessible through:

• 220+ standalone Mia stores

• 400+ Tanishq stores

• E-commerce: Own website (miabytanishq.com), Mia app, Tata Neu, Amazon, Flipkart, Myntra, Nykaa

• Quick Commerce: Swiggy Instamart (launched Raksha Bandhan 2024), Flipkart Minute

In December 2022, Mia launched on Flipkart with over 900 unique designs priced from Rs 3,000 onwards, making the brand accessible to millions across metros, Tier I, and Tier II+ cities.

Currently, online sales contribute about 5% of Mia's overall revenue, with plans to increase online SKU offerings. Ticket sizes for quick commerce are below Rs 10,000, while average online purchases are around Rs 20,000. Interestingly, some high-value items including sets worth Rs 3-3.5 lakh have been sold online, debunking the belief that Indians won't buy jewellery online.

Sustainability Commitment: 100% Recycled Gold

Mia takes environmental responsibility seriously. The brand uses 100% recycled gold and natural diamonds and gemstones (some of which are also recycled). This commitment to sustainability resonates with environmentally conscious younger consumers without compromising on quality or aesthetics.

The brand's sustainability efforts extend throughout the value chain—from utilizing renewable energy to integrating sustainable materials, aiming to minimize environmental impact while delivering an unparalleled retail experience.

Product Innovations: Staying Relevant (2024-2025)

9K Gold Pilot (July 2025): Mia is piloting 9-carat (9K) gold jewellery in certain markets following BIS's official inclusion of 9K gold under its hallmarking system (minimum fineness 375 parts per thousand). As Ajoy Chawla, CEO of Titan's Jewellery Division stated: "With gold prices rising, offering lighter price points has become imperative and the early response has been very encouraging."

Collections: The brand offers diverse collections including Evil Eye, Cupid 3.0 (engagements and weddings), Mia Disco (70s glamour revival), Lovestruck (heart-shaped solitaires in 14kt gold), The Princess Edit, and seasonal collections.

100% Buyback Guarantee: All Mia jewellery comes with a 100% buyback option valid for lifetime—building trust and reducing purchase risk.

Marketing Evolution: "The Star in You"

Mia's marketing has evolved from functional workwear messaging to emotional brand building. The current proposition, "For the star in you," stemmed from the insight that women, no matter where they're from or how well-established they are, harbor a unique spark that shines brightest when challenged.

The brand has engaged in strategic partnerships:

• Principal Sponsor: Royal Challengers Bangalore (RCB) at Women's Premier League (WPL), celebrating women in sports

• Olympic Athletes: Associated with four eminent athletes for Tokyo Olympics

• Brand Philosophy: Celebrating women across diverse spheres—sports, business, arts—who embody resilience and self-expression

Advertisements like "Me in Action" and "Best at Work" emotionally connected with the target segment—strong, passionate, driven women—by featuring relatable real women in real-life scenarios.

Customer Base: Beyond Working Women (2020s)

While launched for working women in metros, Mia's consumer base has extended far beyond. Age is a state of mind—Mia users range from 8 to 80 years old. Apart from women, some of the biggest buyers are men, as the brand's price point makes products ideal for gifting.

The brand does not have region-specific designs because consumers haven't asked for it yet. Customers are largely cosmopolitan, though regional skews exist in category preferences—some regions buy more bangles, others prefer earrings.

Market Position and Challenges

While Mia is on an impressive growth path, identifying exact market size remains challenging. The population of working women is growing daily, and they are willing to experiment with light designer jewellery—reinforcing that lighter jewellery represents the future.

The lightweight jewellery segment is now crowded, with many brands making inroads. However, Mia's first-mover advantage and the Titan/Tanishq lineage provide competitive differentiation. Consumers look up to Mia as "a cut above" due to heritage and quality assurance.

The question posed in the 2015 Singapore Management University case study remains relevant: How large would Mia's market be? Does it have the potential to become a brand in its own right? Could it be the next Tanishq for Titan?

What Made Mia Succeed

Customer Understanding: Deep insights into working women's jewellery needs—lightweight, contemporary, versatile designs suitable for professional settings.

Strategic Positioning: Clear differentiation as "workwear jewellery" rather than competing directly with traditional offerings.

Pricing Strategy: 14-karat gold at Rs 3,000-50,000 made quality jewellery accessible without feeling cheap.

First-Mover Advantage: Being first to focus exclusively on this segment established category leadership before competitors emerged.

Standalone Strategy: 80% of standalone store customers never shopped at Tanishq—proving Mia created entirely new market.

Omnichannel Excellence: Seamlessly blending 220+ physical stores with robust e-commerce and quick commerce presence.

Sustainability: 100% recycled gold appeals to environmentally conscious younger consumers.

Titan Backing: Leveraging parent company's manufacturing excellence, quality assurance, distribution network, and brand trust.

Continuous Evolution: From workwear to lifestyle brand, from 14kt/18kt to piloting 9K gold, constantly adapting to market needs.

Current Status and Future Vision (2024-2025)

As of 2025, Mia by Tanishq operates 220 exclusive brand stores across 75+ cities, maintains presence in 400+ Tanishq outlets, and is accessible through multiple e-commerce platforms. The brand witnessed 3X growth in recent years and continues expanding rapidly—recently opening stores in Jammu, South Extension Delhi, and other strategic locations.

Looking forward, Mia aims to establish 200 standalone stores and expand presence in growing urban centers (note: this target may have already been exceeded given current 220+ stores). The brand's vision: becoming the fine jewellery brand for every Indian woman—a tall ask, but rapid expansion suggests it's achievable.

The Legacy: Fourteen Years of Redefining Tradition

From 2011 to 2025, Mia transformed how young Indian women relate to gold jewellery. The brand proved that tradition and modernity aren't mutually exclusive—that gold jewellery can be lightweight, affordable, contemporary, and still culturally meaningful.

Mia demonstrated that understanding unmet customer needs and designing solutions specifically for them creates entire categories. Working women didn't want to abandon gold—they wanted gold reimagined for their lifestyles. Mia delivered precisely that.

Every time a young professional wears Mia earrings to an important meeting, every time a man gifts Mia jewellery to celebrate a promotion, every time a college student buys her first piece of designer gold through quick commerce—they're experiencing the vision that started in 2011: making precious jewellery an expression of self, not just an investment or tradition.

Because Mia isn't just jewellery. It's Life Jewellery. It's the star in you. It's mine—Mia.